Winner: Being a Beast / Hannah Ross & Valentina Zanca (Profile)
Summary: An astutely planned campaign that ensured the publicity for this very unusual nature book was always serious and that the book was never satirised. Hannah & Valentina’s media strategy was clever – accepting the first interview and serial in the Guardian rather than the (much) larger offer from the Daily Mail – thus establishing the seriousness of the book. The campaign gained wide attention, was picked up by a number of media outlets and established the author as a serious nature writer.
Highly commended: The Big Short by Michael Lewis / Etty Eastwood (Penguin Press)
Summary: A strategic, fresh campaign for a third edition, film-tie title that successfully boosted backlist sales. Etty’s stated aims were to reach a younger and more commercial audience for Martin Lewis than ever before and establish a strong connection between the film adaptation and the original source text. She managed to sell serial rights to The Times – a great achievement for a book first published in 2010! The death of David Bowie died meant many media outlets wanted to cancel their interviews but Etty negotiated quickly and effectively securing a number of pre-records.